Abstract
To understand the behavior of tourists from different cultures, a cross-cultural study was conducted to examine Japanese and American college students' travel preferences. A psychographic approach based on value orientations was used to understand the relationship between travel preferences and students' cultural tendencies of horizontal and vertical individualism and collectivism. The study confirmed previous findings that Japanese and American college students have different cultural tendencies and travel preferences. In addition, horizontal and vertical individualism and collectivism significantly correlated with several travel preferences among Japanese and American college students.
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